Updated as of Jan 2011 (v1)

Table of Content

• MTR Basic Facts• Media Comparison• Why Outdoor Digital Advertising?• MTR Digital Products Evolution• Digital Escalator Crown Bank• Why Digital Escalator Crown Bank?

– Strategic Locations– Ad Track Study– Creative Demo

• Client Credentials• Campaign Showcase• Domination Bank Package• Sales Entitlements• Technical Specifications• Travel Time on different escalators• Appendix• Contact Us

MTR Basic Facts

Reach 3,352,0003,352,000 unique MTR passengers on a weekweek lyly basis

*Source: Nielsen Media Index (Jan 2010 – Dec 2010)

MTR Basic Facts

Media Comparison

Anchored by contents

Very cluttered & open

Captive Environment

Restricted by production constraints

Restricted by physical limitation

Choice of formats, more creative flexibility

Creative Flexibility

Only on date of publication

To all road users & pedestrians

To all MTR passengers

Visibility

MAJOR MAJOR DAILYDAILY

BUSBUSMTRMTR

Why Digital?• Allows motion which attracts attention as animated

ad is perceived to be an effective format• Offers new creative possibilities , freshness and a

modern image• Flexible for speedy update to communicate right

message at the right time• MTR captive environment has a competitive

advantage over other outdoors to ensure full message delivery

Why Outdoor Digital Advertising?

Jun 03 Dec 03 Oct 06 Q3 08 Q1 09

Launch of Trackside

Plasma TV

Launch of Trackside

Plasma TV

Launch ofConcourse Plasma TV

Launch ofConcourse Plasma TV

100 Trackside Plasma TV

51 Concourse Plasma TV

4 Plasma Ring

100 Trackside Plasma TV

51 Concourse Plasma TV

4 Plasma Ring

Digital EscalatorCrown Bank

Digital EscalatorCrown Bank

Digital Panel Network

Digital Panel Network

Sep 10

HD Quality

MTR Digital Products Evolution

Digital Escalator Crown BankDigital Escalator Crown Bank

Digital Escalator Crown Bank

•• 3232”” HD LCD PanelsHD LCD Panels for HD of visual impact

• Accommodate animated adsanimated ads , rotation of multiple visualsmultiple visuals and imageimage --flowflowexecutions

• Flexible to run 3 different creative 3 different creative executions per dayexecutions per day

• Provide quality audio effect & poster audio effect & poster extensionextension to enhance creative flexibility & impact

Why Digital Escalator Crown Bank?

•• Innovative & Progressive Brand ImageInnovative & Progressive Brand Image – first-ever in Hong Kong•• High Creative FlexibilityHigh Creative Flexibility – accommodate numerous display

formats•• High ImpactHigh Impact - site exclusiveness•• Maximize Ad Message RegistrationMaximize Ad Message Registration – digital display with motion

and sound effect in a captive environment•• Right Message at the Right TimeRight Message at the Right Time – allow creative rotation by

different time of the day•• High Reach on Quality AudienceHigh Reach on Quality Audience – strategic locations in high

traffic stations among prime shopping & commercial areas

Premium and Creative Communication PlatformUsing Digital Technology for Strategic Highlights

within a Captive Environment

11

Strategic Locations

Location

1. Causeway Bay Station

Exit F – Jardine Bazaar

2. Causeway Bay Station

Exit D – To Sogo

3. Causeway Bay Station

Up to Sogo Concourse

4. Causeway Bay Station

Exit A – Towards Times Square

5. TST Station

Exit A - Towards Kowloon Park and Haiphong Road

6. Central Station

Up to World Wide House Concourse

Causeway Bay StationExit F - Jardine Bazaar

Leading toJardine Bazaar

(upwards)

Jardine Bazaar Entrance to Concourse

(downwards)

Causeway Bay StationExit D - Towards Sogo

Exit D leading to Sogo (upwards)

Exit D leading to MTR Station Sogo Concourse

(downwards)

Causeway Bay StationUp to Sogo Concourse

Linking Upper Platform to MTR Station Sogo Concourse

(upwards)

Causeway Bay StationExit A – Towards Times Square

Linking to Concourse(downwards)

Linking to Times Square(upwards)

Central StationUp to World Wide House Concourse

Linking Platform and World Wide House Concourse

(upwards)

Linking Platform and World Wide House Concourse

(downwards)

TST StationExit A – Towards Kowloon Park and Haiphong Road

Linking Exit A and Concourse(downwards)

Linking Exit A and Concourse

(upwards)

Ad Track Study

JCDecaux has appointed Synovate Hong Kong to conduc t the Ad Track Study to gauge the effectiveness of the Digital Esc alator Crown Bank. Passengers aged 15-54 are intercepted randomly for the interviews at selected MTR stations.

•Message Recall up to 90%•Brand awareness: up to 81%•Viewing Frequency: up to 5.16 times in past 7 days

Source: Synovate Ad Track Study 2008-2010

Creative Demo 1Launch of New Skin Care Products

New Icon for “Natural” Platform

Demo:

• Dynamic motion for strong advertising impact

• Image-flow to highlight new icon “ 蒲公英蒲公英蒲公英蒲公英” to enhance registration of “Natural” communication platform

• Multiple displays to showcase range of new products

Video demoVideo demoVideo demo

Creative Demo 2Promotion for Credit Card Usage

Enjoy the Benefits Anytime Anywhere

Demo:• Dynamic motion for strong advertising impact• Image-flow of Credit Card to highlight core message

of “Anytime Anywhere”• Multiple displays of different countries to effecti vely

communicate wide coverage of card usage

Video demoVideo demoVideo demo

Creative Demo 3Launch of New Hamburger Flavor

Demo:

• Dynamic motion for strong advertising impact

• Sequential displays of Hamburger Toppings to highlight the unique flavor

• Flexible to change daily menu or product to ensure Right Message at the Right time

Video demoVideo demoVideo demo

Creative Demo 4Launch of New Handset

Demo:• Dynamic motion for strong advertising impact• Multiple displays to showcase range of new product

features• Sound Effect to stimulate attention and increase

impact• FeatureAds to create Teaser and strengthen

advertising message

Video demoVideo demoVideo demo

Creative Demo 5Flagship Store Grand Opening

Demo:• Dynamic motion for strong advertising impact• Multiple displays to showcase range of new products

and grand opening details• Sound Effect and FeatureAds to allow high passenger

engagement

Video demoVideo demoVideo demo

Creative Demo 6Promotions for Theme Park

Demo:

• Lively animated motion for excitement and attention

• Image-flow to highlight the changes from a Eagle Ra y to a Shark and from a Crab to a Roller coaster

• Accent “WOW” impact on sound effect

• Enhance the WOW effect by interactive motion

Video demoVideo demoVideo demo

Client Credentials - Vitasoy

Location: Causeway Bay Station - Up to Sogo Concourse

“The digital escalator crown bank allows us to showcase our new 70 collectible editions in a creative way. Coupled with the striking poster-on-wall, the campaign has successfully impressed passengers. We believe it is a highly effective advertising format as it can deliver the key message clearly and increase awareness to our Vitasoy 70th anniversary celebration campaign in such a high-traffic location.” said Ms Cynthia Ho, Marketing Manager, Vitasoy International Holdings Ltd.

Client Credentials - MasterCard

“The digital escalator crown bank strategically located at high traffic locations are our optimal channel to target the shoppers. The animation features of the panels also enabled us to display a lot of wishes in an energetic way!.” said Ms Patty Ng, Planning Group Head, Universal McCann

Location: Tsim Sha Tsui Station - Exit A – Towards Kowloon Park and Haiphong Road

Location: Causeway Bay Station Exit F – To Jardine’s Crescent

Campaign ShowcaseNeutrogena

Campaign ShowcaseUltima II

Location: Causeway Bay Station - Up to Sogo Concourse

Campaign ShowcaseCanon

Location: Central Station - Up to World Wide House Concourse

Campaign ShowcaseBobbi Brown

Location: Causeway Bay Station - Up to Sogo

Campaign ShowcaseCK Watch

Location: Causeway Bay Station – Exit F towards Times Square

Campaign ShowcaseAigle

Location: Tsim Sha Tsui Station - Exit A – Towards Kowloon Park and Haiphong Road

18+1818+1818+1818+18Exit A Exit A Exit A Exit A –––– Towards Times SquareTowards Times SquareTowards Times SquareTowards Times SquareCauseway BayCauseway BayCauseway BayCauseway Bay

16+1616+1616+1616+16Exit A Exit A Exit A Exit A –––– Towards Kowloon ParkTowards Kowloon ParkTowards Kowloon ParkTowards Kowloon ParkTsim Sha TsuiTsim Sha TsuiTsim Sha TsuiTsim Sha Tsui

11+1111+1111+1111+11Up to Worldwide House ConcourseUp to Worldwide House ConcourseUp to Worldwide House ConcourseUp to Worldwide House ConcourseCentralCentralCentralCentral

12+512+512+512+5Upper Platform to Sogo ConcourseUpper Platform to Sogo ConcourseUpper Platform to Sogo ConcourseUpper Platform to Sogo ConcourseCauseway BayCauseway BayCauseway BayCauseway Bay

16+1616+1616+1616+16Exit D Exit D Exit D Exit D –––– Towards Sogo Towards Sogo Towards Sogo Towards Sogo Causeway BayCauseway BayCauseway BayCauseway Bay

11+1111+1111+1111+11Exit F Exit F Exit F Exit F –––– To JardineTo JardineTo JardineTo Jardine’’’’s Cresents Cresents Cresents CresentCauseway BayCauseway BayCauseway BayCauseway Bay

No. of No. of No. of No. of

PanelsPanelsPanelsPanelsLocationLocationLocationLocationStationStationStationStation

Remarks:• Minimum booking: 3 weeks• Commencement: Thursday•Surcharge HK$1,000 per every additional version change• Availability of Poster extension & audio effect are subject to MTR approval.

Domination Bank Package

Sales Entitlements

• Site domination of entire digital bank , number of panels is subject to individual bank location

• Audio effect along entire digital bank • Panel extension (optional)• Two Creative Uploading Options:

1) 1 + 1 version (inclusive of 1 version creative change) – maximum 2 versions to be broadcast throughout the booking per iod, OR

2) 3 versions / day ( with no version change)• Final mock up, artwork layout of all advertisement must be

submitted at least 10 full working days prior to the campaign production start date. Final materials for display must be submitted at least 10 full working days prior to the display day.

• Surcharge of HK$1,000 applicable for additional creative version uploading

Remarks: Reference Cost: Creative & Concept Design ~ HK15,000-40,000; Production ~HK$16,000 – 80,000; subject to the complexity level of individual creative.

Technical Specifications

• Motion is not allowed in the First TWO and Last TWO panels of each escalator• Average traveling time ranges from 17 to 30sec subj ect to different locations • For static image (First and Last TWO panels)

– png (with alpha channel), jpeg, max. pixel 768 x 13 66 (portrait mode)• For Video file playback / Animation

– wmv 9, mpeg -2, max. pixel with 768x 1366 (portrait mode)– For animation with overlay over background files, p lease submit quick

time .mov format (using .png alpha channel)– Clients may submit one or multiple files based on t he creative complexity

• Audio file playback for Sound Effect– MP3, wav

• Electronic Files Submission / Approval– JCD will provide dedicated FTP server for file subm ission.– All materials are subject to approval of TELA classification and MTR approval

• Material Submission Deadline– Final mock up, artwork layout of all advertisement must be submitted at least

10 full working days prior to the prior to the campaign production start date– Final materials must be submitted no less than 10 full working days prior to

the display day

31 sTST: Exit A :Towards Kowloon Park and Haiphone Road

28 sCauseway Bay:Exit A : Up to Times Square

19 sCentral: Up to WWH Concourse

19 sCauseway Bay:Up to Sogo Concourse

29 sCauseway BayExit D: Towards Sogo

17 sCauseway Bay Exit F: Jardine’s Crescent

Travel Time on Different Escalators

Appendix

JCDecaux GroupWorldwide Outdoor Experts

About JCDecaux Group

• The JCDecaux Group is the only company worldwide th at focuses exclusively on outdoor advertising.

• Having pioneered the "street furniture" concept in 1964, the Group is also the only organization active in the th reeprincipal areas of the outdoor advertising market:

street furniture, billboards and transport advertis ing.

Leader in Outdoor Advertising

Paris London Barcelona

JCDecaux No.1:� Worldwide in transport advertising:

over 300 transport contracts in metros, buses, trains and tramways.

� Worldwide in airport advertising: 163 concessions in 16 countries.

� Worldwide in street furniture advertising.

� European billboard advertising.

� Outdoor advertising in Asia-Pacific.

� Self-service bicycles.

JCDecaux • reaches an estimated

308 millionpeople worldwideevery day.

• The Group has operations in

55 countrieswith a presence in

3,542 cities .

Data updated as of January 2011.

No.1 Outdoor Advertising in Asia Pacific

Bangkok

Strong regional presence in the most dynamic markets:

� Australia� China*� India� Japan� Korea� Malaysia� Singapore� Thailand

* includes Hong-Kong & Macao

Hong KongTokyo

No.1 Outdoor Advertising in China

JCDecaux China owns an extensive Outdoor advertising network:

• 35 cities in Greater China

• 210,500 advertising panels

• Variety of media formats to design effective advertising campaigns:

街道设施街道设施街道设施街道设施Street furniture

地铁媒体地铁媒体地铁媒体地铁媒体Metro

机场媒体机场媒体机场媒体机场媒体Airport

巴士媒体巴士媒体巴士媒体巴士媒体Bus

校园媒体校园媒体校园媒体校园媒体Campus

Data updated as of January 2011.

Contact Us

Digital Escalator Crown Bank –Offers you the high creativity flexibility

and mass coverage!

For details, please contact our sales team on (852) 3960 3333 or email digital@jcdecaux.com.hk now!

www.jcdecaux-transport.com.hk